The store's facade immediately makes a strong impression with a design inspired by Montblanc's "Let's Write" brand campaign, skillfully honoring creativity, self-discovery, and the art of handwriting. The store's design transforms writing into a vibrant visual experience, welcoming every visitor from the first moment.

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For customers seeking gifts, the boutique features dedicated areas for the art of gifting. Visitors can explore various gift displays and a central gift table. Creative director Marco Tomasetta designed the table, which highlights the iconic circular details of the classic Meisterstück pen collection.

A tall display cabinet showcases Montblanc's handcrafted leather designs, including the autumn-winter 2026 collection. Each design serves as a companion for its owner. The Writing Traveller Briefcase is a collection highlight, an exclusive design introduced only at this boutique.

The Collector's Corner is a dedicated area for collectors, featuring heritage writing instrument designs and Montblanc's watch masterpieces. It invites collectors and connoisseurs into a distinct space to explore the Maison's peak creations. Here, customers can learn about the latest writing instrument collections, including the Writers Edition Homage to Bram Stoker and the Great Characters Homage to Bruce Lee.

An artwork by Vietnamese artist Mifa highlights the space, drawing inspiration from Vietnamese culture and language. Against a green backdrop, Vietnamese characters intertwine with nature, evoking memories, familiarity, and the art of writing. Through this piece, Mifa interprets Montblanc's "Inspire Writing" ethos from a local perspective, connecting the brand's international identity with Vietnamese culture.

"Saigon Centre plays a special role in Montblanc's journey in Vietnam. It was where the brand was first introduced to the public, and also the location for our first pop-up experience last January," said Jean-Sebastien Gerondeau, president of Montblanc Southeast Asia.

According to Gerondeau, the new boutique marks a development in the partnership between Montblanc and DAFC, demonstrating a commitment to meaningful customer experiences. The store's approachable design allows visitors to explore Montblanc's products and craftsmanship heritage. Through this, the brand continues to encourage individuals to preserve and tell their own stories through writing.

To celebrate its opening on 15/11, Montblanc is offering complimentary bookmark personalization services for customers at the boutique.

Montblanc's new store is located on the first floor, unit L1-07A, at Saigon Centre shopping mall, Ho Chi Minh City. It is open daily from 9h30 to 21h30. In Hanoi, the brand currently has a store at Trang Tien Plaza.

Thai Anh